There’s so much variety in out-of-home advertising today but for all the digital developments in scale, content and flexibility, good creativity remains the essential component on the medium. In this campaign, the combination of large format localised planning, a highly targeted and mischievous brand campaign with outdoor at its heart, is something that truly stands out.
Paddy Power’s communication stands out in a very competitive marketplace, with a genuine combination of brand presence, positioning and edge by talking directly to its audience in a language and context that rips through the consciousness.
The ‘Ball of Shame’ campaign rewards fans for injustices suffered by their football clubs and some of the controversies within the top-flight game. Free bets and money-back offers are communicated along with local messaging that has referenced Mourinho’s return, Suarez’s biting tendency and Papiss Cisse’s stand against his club’s sponsor.
Large format sites have been used in close proximity to relevant football grounds. Outdoor is a great companion to the integrated marketing campaign that is borne out of pure mischief-making and a great addition to the landscape of out-of-home.
Advertiser: Paddy Power
Campaign: Ball of Shame
Media Agency: M2M
Director of Insight and Marketing, Talon
Chanel’s latest Adshel campaign for Bleu De Chanel really stood out for me. The eye-catching, uncluttered creative, featuring an unfeasibly handsome chap, really added some seasonal glamour to central London’s Autumnal streets.
Now darkness has descended upon my daily commute, the illuminated Adshel screens really brought these stunning posters to life for me. As one of Chanel’s media partners, it is easy to understand why I genuinely noticed the Bleu de Chanel campaign. They are impressively meticulous.
Aside from creative that would not look out of place in any premium fashion title, the posters are in all the right places. That is hand-selected locations which greet targeted audiences in premium contexts. Clearly, I must be one of those AB males they are keen to engage! They are also in close proximity retailers that stock Blue De Chanel. Beautiful and smart.
As Sales Director of Clear Channel, I believe our role boils down to ‘hosting conversations’ with the public. I love it when advertisers grab the opportunity to demonstrate how engaging these conversation can be.
Campaign: Bleu de Chanel
Media agency: MEC
Sales Director, Clear Channel UK